“Anybody can herd cattle. Holding together 10,000 half wild short hairs? Well, that’s another story.” Says a rancher in what I believe is the funniest Super Bowl Commercial of All time. This EDS commercial follows the hilarious work of a handful of ranchers as they herd thousands of cats through a rough desert terrain. In the background you hear a rancher sneeze, another uses a lint roller to get cat hair off his clothes. At one point in the commercial two men stand side by side talking of their cat injuries. “I got this one this morning right here,” says one as he points near his right eye. Then gesturing towards his brother he says, “And if you look at his face, it’s just ripped to shreds.” The man speaking is none other than one of our most beloved Santa Fe jewelry artists, Clif Doran. Next to him is his late brother Walt.
I sat down with Clif recently to ask him about his life as an artist and naturally, being Superbowl season, this commercial came to mind. Like jewelry, movies and film have played a pivotal role in Clif’s life. He became involved in theater when he was a child. As an adult he played in Oklahoma, Cat on a Hot Tin Roof and South Pacific. In South Pacific he energetically portrayed the role of Luther Billis for which he received a Best Actor Award that year. “I enjoyed the stage, the process and craft” he told me, adding that “eventually theater led to film.” In the early 1980s, Clif became an extra and was in several films. While working on the comedic western Lust in the Dust as an extra in movies. While working on the comedy Lust in the Dust, and knowing that acting came easy to him, Clif courageously approached Paul Bartel, the director and told him he was available for any role. Later in the film while working at Eaves Ranch Bartlet singled Clif out of a crowd and gave him the line, “We got him now Bernardo.” Although this line was later cut, this role allowed him to get more lines and join SAG, The Screen Actors Guild. Without realizing it you’ve probably seen his face in a number of movies and t.v. shows: Big Sky, Japan, East meets West and Longmire and others.
The Superbowl cat herding commercial, however, seems to be one of the most memorable film experiences for Clif. He talked his brother, Walt, into participating even though Walt was initially opposed and had no previous acting experience. Both Walt and Clif, however, grew up riding horses and participating in rodeos. The roles were perfect fits. The directors loved the ad libs of the two and rejoiced in their great brotherly chemistry. The commercial was filmed in Tejon Ranch in California. Months later for the commercial debut, Clif threw a large party at the El Dorado Hotel in Santa Fe. When the commercial aired in 2000 during the Rams/Titans Superbowl it was shown twice in the second half of the game. After the success of the commercial Clif was flown out with two other actors to EDS conventions in Chicago, Atlanta, and Las Vegas. They were put up in fancy hotels like the Mandalay Bay and the Ritz. There at the conventions they dressed as cat herders. The lines reached 50-75 people deep waiting for autographs. On many lists this commercial is still ranked as the best Superbowl Commercial of all time.
Clif didn’t say it but I suppose the intricacy and complexity of arriving at and being a silversmith is not unlike “herding cats.” Although born in Santa Fe, Clif wasn’t immediately drawn into a life surrounded by jewelry. In fact, his family moved to Kansas when he was in 9th grade. There he played high school football. Later he was a running back for University of Kansas and was All Metro in Kansas City and All State in Kansas City, MO. Soon after graduating college, he moved back to Santa Fe where he worked in a refinery purifying gold and silver. It was only when the Hunt brothers cornered the silver market in the late 70’s, causing silver jumped to $50 an ounce, and hurting refineries like the one he worked at that Clif, ironically, decided to start making jewelry. “It was really difficult for the first 3-4 years” he told me. “First,” he continued “you are an apprentice, then a journey man, then a master. I’ve been doing this for 45 years. I think I’ve mastered what I do.” Clif even learned how to make his own stamps using steel and iron.
Along with the craft itself comes the pressure to delight. “I’ve created my own designs just from combining different techniques. Not copying. I haven’t learned design from other people’s work although we all kind of do the same in a lot of ways as far as stone setting and stamping…When I am making a piece. I always remember that someone is going to be wearing this piece….unless it never sells,” he joked, “ I always try to remember that someone is going to be wearing this maybe all over the world and certainly in public and hopefully get complimented.” With this in mind, Clif expands his work load so that he has lots of different items in order that there’s “something for everyone.
Clif is known for his unique geometric, checkered and hammered designs that are unlike any artists we carry. His large Sterling Silver Cuffs are some of his most iconic pieces. We featured his pieces in the 2022 Legacy Indian Market Magazine.
He showcases rings, earrings, cuffs, buckles, pendants, barrettes, cuff links, bolo ties and even dog collar jewelry. Not only are his pieces varied but even as a Master Silversmith he “makes it a point to always be considerate and fair in his pricing.”
His consideration extends far beyond the minutia of pricing and prettiness. “Art,” he posits, “is a very crucial part of our culture and our society…more important than politics. That’s why I’ve been involved in the arts.” Near the end of the interview, I asked him if he had any hopes and dreams. His response was humble. He didn’t tell me he wanted to retire and rest. Nor did he tell me he wished for money or fame. He simply said, “I’m a spiritual guy. I pray every morning. I’m very unorthodox. I do it because I want to, I’m compelled to.” When I then asked if he had anything else to share he was again modest. He didn’t mention his jewelry, his star-studded days, his moments in the spotlight. Instead, he said, “I believe that there is a lot of awakening that needs to take place in the globe especially these days and with these divisions. I believe we need to all wake up to truth, light, love ,[and] the will of God. There just needs to be a global awakening [of] Generosity, kindness, compassion, unconditional love.” What Clif desires to share above all else is eternal goodness. Whether he’s aware or not, he shares this already, without words, through his jewelry. His pieces are glimmers that help herd us crazy and unruly “cats” back toward the eternal beauty and selfless love that we are called to emulate.
This Superbowl weekend when your team is winning, losing, when you are only watching for the commercials or not at all, just remember what Clif would like you to recall, that this is all transient and that we are all equally loved, meant for and created for the same purpose: eternal peace and joy.
If you’d like a wearable reminder of this. Please visit our Clif Doran Collection linked here with a few of my favorite pieces.
Clif Doran FUN FACTS:
- He always has extra money to hand out to the homeless.
- One year we featured his jewelry in a magazine and another year during Covid I sent him a Christmas card. His responses both times were the most memorably and genuinely grateful thanks I have had in my life.
His stage name is Clif Stokes.